Key Steps for a Marketing Plan

This draft version of a marketing plan has been developed in a meeting with Blanca Fullana (Edelman) on April 21.

Step 1: Identify how taxonomy can move an individual

Identified potential motives:

save lives through discovering new medicines,
by-pass the power of the pharmaceutical industry, ie. generate knowledge for the commons instead of claiming property rights (patents) on life,
learn about our heritage (evolution),
understand the food chain,
knowledge on characteristics of species, where they live, interact, etc.,
contribute to the sustainability of our planet,
support the economies of developing countries,
inspire creativity (art, technology, etc.).

Step 2: Determine who are GTP´s competitors

A: Why would the public give money to the GTP rather than to competitors?

B: Why would companies give money to the GTP rather than to competitors?

Step 3: Create a differentiated message/positioning. What makes us so special

Name, e.g., "Connecting with Living Species"
slogans
logo

Step 4: Determine content of platform (website) What are the "Must Haves" & the things that are "Nice to Have" (e.g., educational features, useful tools, fun activities, etc.)
The primary target is the individual - but who? Children, teens, adults
The secondary target could be corporations (if there is interest from general public corporations will be interested too)
Public fundraising: Assure transparency, people need to understand and see what the money is used for; possibly even some "voice" in which projects are financed

Step 5: Identify how taxonomy can move companies

A. ROI for Corporations

Examples:

credibility through visibility in a platform that is part of the United Nations
networking by attending meetings on biodiversity
ultimately reputation for consumers and the general public

B. Donation Packages

If a corporation donates X amount what do they get in return, if they donate x+Y what do they get, etc.
possibly influence (through participative decision making?) on what research projects will be financed